Booreiland is a Dutch design and strategy studio that loves to discover meaningful ways to communicate brands. Over the years the studio has always been optimizing its creative processes, using all kinds of creativity tools. Some of them originating from within the studio, others inspired by methods and tools that were already out there. The studio’s own desire to put these tools once and for all on paper in a clear and simple way has now resulted in 75 Tools For Creative Thinking, intented for everyone who needs creative inspiration. All content © 2012 Booreiland
Incubation is a temporary break from creative problem solving that can result in insight.  There has been some empirical research looking at whether, as the concept of "incubation" in Wallas' model implies, a period of interruption or rest from a problem may aid creative problem-solving. Ward  lists various hypotheses that have been advanced to explain why incubation may aid creative problem-solving, and notes how some empirical evidence is consistent with the hypothesis that incubation aids creative problem-solving in that it enables "forgetting" of misleading clues. Absence of incubation may lead the problem solver to become fixated on inappropriate strategies of solving the problem.  This work disputes the earlier hypothesis that creative solutions to problems arise mysteriously from the unconscious mind while the conscious mind is occupied on other tasks.  This earlier hypothesis is discussed in Csikszentmihalyi 's five phase model of the creative process which describes incubation as a time that your unconscious takes over. This allows for unique connections to be made without your consciousness trying to make logical order out of the problem.